Isn't It a Fake Video? Understanding Consumer Brand Hate and Distrust in the Age of Deepfakes

Latifa Mednini, Mouna Damak Turki

This paper examines the creation of deepfake videos and their impact on consumer hate toward brands. A qualitative study, based on semi-structured interviews with twelve consumers, analyzed their reactions to a deepfake video shared on YouTube. Findings show how such manipulated content can trigger or amplify negative emotions—including distrust, skepticism, and active resistance—depending on consumers' prior brand perceptions. The study underscores deepfakes' influence on brand perception, ethical evaluations, and trust in digital media, ultimately fostering or intensifying consumer hate. Practically, it offers insights for brand managers and communication professionals, advocating proactive reputation management, media literacy programs, and transparent strategies to counter deepfake risks.